GOOD NIGHT, SLEEP TIGHT

The PurFlo® Mattress is a scientific breakthrough and is the world’s only completely washable mattress.

The unique, fully breathable SleepSurface™ fits over a hollow frame and comfortably supports your baby or child better than any conventional mattress.

The protective outer valance features Allergy UK approved Amicor™ pure - an intelligent fibre that dispels household dust mites (HDM), bacteria, fungi and even repels the growth of MRSA.

A unique cot mattress from PurFlo®, is not only the first totally washable mattress on the market, but is also one of the very few which is almost chemical free. While the mesh surface of the mattress, the only part to really have direct contact with a baby’s skin, is chemical-free, the outer valance uses one of the mildest fire-retardant products available.

This is recognised by stringent German safety standards, Oeko-Tex, as one of the few ‘White List 100 for Babies’ fire-retardancy chemicals, meaning it is not only kind to the environment but totally safe for children too.

The ground-breaking design of this mattress ­– which has been acclaimed by leading health specialists concerned with allergies and Sudden Infant Death Syndrome (SIDS) – has a unique breathable mesh surface which allows free air circulation preventing the re-breathing of CO². Also, as the PurFlo® mattress can be washed over and over again, dust mites, bacteria and fungi which often lurk within a traditional mattress are completely removed – making it ideal for babies prone to allergies and reducing the risk of babies becoming sensitized to Asthma or Eczema. 

In addition, the PurFlo® mattress can be safely reused for the next baby; and when it finally comes to the end of its life, the hollow design means it is effectively a tenth of the size of conventional baby mattress and 100% recyclable – a huge bonus for the environment as approximately 600,000 baby mattresses go to landfill every year! 

www.purflo.com

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For more information regarding the PurFlo SleepSystem or high resolution images, please contact Christine Scippo at Kaleidoscope Communications: info@k-communications.co.uk or call 07841 404340.

Parents of babies and young children suffering from conditions such as asthma and eczema will be relieved to know there is a breakthrough product available that can drastically reduce their child’s misery and symptoms.

The PurFlo mattress is a unique concept that dispels the common household dust mite (HDM) often associated with asthma, eczema and similar allergies.

The mattress consists of a fully breathable mesh SleepSurface™ fitted over a hollow frame that not only comfortably supports a child better than a conventional mattress, but also allows free air circulation preventing the re-breathing of CO2.

The SleepSurface™ is totally washable making it not only extremely hygienic, but ensures that dust mites, bacteria and fungi, which often lurk within a traditional mattress, are completely removed.

Substantiating the amazing health benefits of the PurFlo mattress is the case study of Georgia Baynes from the West Midlands, a chronic asthma suffering who experienced an incredible improvement in her condition when her parents exchanged her traditional cot mattress for a PurFlo one.

Her mother Melissa, a student psychiatric nurse, said: “Georgia had been waking up to eight times in the night requiring her inhaler and medication and was exhausted and unsettled.

“In just a few weeks of sleeping on the PurFlo mattress, we saw a big difference and Georgia only wakes once during the night now and sometimes doesn’t need her asthma medication at all. She is happy, bright and bubbly again – she’s like a different little girl.”

Dust mites, fungi and bacteria in mattresses can also cause considerable irritation to sufferers of skin conditions. Amanda and Keith Wardell’s daughter Katrina developed eczema, with the discomfort of itchy, cracking skin waking her throughout the night, they tried everything to ease her symptoms from changing washing powders to new creams, but nothing seemed to make a difference – until they replaced her mattress with a PurFlo one.

“Since Katrina has been sleeping on the PurFlo mattress her eczema has improved dramatically. Her skin is no longer cracked and she is altogether a happier child. Even her Health Visitor has noticed what a difference the PurFlo mattress has made to her eczema – the peace of mind it has given us and health benefits to Katrina have been priceless.”

Professor Peter Fleming, Professor of Infant Health and Development Physiology at the University of Bristol, who is one of the world’s leading experts on Sudden Infant Death Syndrome (SIDS), has hypothesized on the subject of Asthma and the PurFlo mattress and commented: “The PurlFlo mattress poses interesting possibilities. It has huge potential and offers a good opportunity to carry out research on how the exposure to house mites affects asthma.”

Keeping a baby’s sleeping environment as hygienic and irritant-free as possible, the PurFlo SleepSystem also includes a range of technologically advanced SleepSacs made with a 100% Bamboo Dream lining, which is not only incredibly soft, but provides totally natural anti-bacterial protection.

www.purflo.com

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For more information regarding the PurFlo SleepSystem or high resolution images, please contact Christine Scippo at Kaleidoscope Communications: info@k-communications.co.uk or call 07841 404340.

www.purflo.com

-- Ends --

For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

Having a baby brings out the worst in mummy and daddy Top
New parents are wasting up to £55million pounds every year on baby paraphernalia they never even use, a new survey has found1.

The pressure of trying to live up to the myth of the 'yummy mummy' is driving new parents to waste an average of £77 on each baby - with more than a quarter of parents (27%) spending as much as £100-£300 on kit that isn't used in their baby's first year – illustrated by the volume of baby gear for sale on Ebay!

The research, carried out by new cot mattress maker PurFlo2, shows this compulsion to buy all the right baby gear is happening at a time when parents can least afford it, as pregnancy and the first six months of a baby's life is estimated to cost £10,0003.

For new parents it's not so much keeping up with the Jones' but keeping up with the Mamas and Papas, as a disproportionate amount of money is being spent on baby items that go on public show. Almost a fifth (18%) spend a generous £300-£500 on clothes for their baby, and over a quarter (27%) spend the same amount on a buggy. This is in contrast to an average spend of £100 on toys and a mere £80 on a cot mattress – on which a baby spends the majority of its time during the first months.

The survey suggests there are three types of mum based on their spending habits – those who spend like crazy, those who bought and borrowed and those who made up baby the layette from entirely second hand or free...

But whatever type they are, many new parents are demonstrating some worrying gaps in their overall baby care knowledge:

• A quarter of respondents (27%) didn't know the correct temperature for their baby's bedroom (16-20C) although 70% are concerned about their newborn becoming too hot. Temperature control is important during the winter when windows are closed and central heating is on - as over-heating is a suggested cause of cot death – and rates go up in the winter.
  
  
• When asked about what they do when their baby is sick or wets itself - over a third of parents (36%) are in denial – admitting they simply turn the mattress over!
  
  
• A staggering 98% say that they are 'concerned' about the colour of their baby's nursery walls, more than a baby’s comfort (55%) or hygiene (56%)

The survey also shows that parents and expectant parents to be seem to be turning to new sources of advice, as traditional ones – health care professionals or friends and family – become less accessible. The most important source of advice for over a third are parenting magazines and websites (33%), compared with friends and family (15%), midwives (14%) and health visitors (11%) respectively. Perhaps unsurprisingly – given the love of shopping - shop assistants in nursery stores are the most important source of information for 12% of parents and expectant parents.

Gail Whale, mother-of-two and inventor of the innovative hollow PurFlo baby mattress says: "Being a parent has never been under such intense scrutiny. As a mother myself I understand the pressure to be a good mum, juggle a career and look good while you’re doing it. We are not asking parents to spend more – we want them to spend less – but buy quality items that will benefit their children’s health rather than aspirational baby products that are more a status symbol than necessity.

If the amount of money new parents spent on each item was proportional to hours of usage and role in a baby’s health and well being - the cot and cot mattress should be the biggest outlay. In a baby's first year the cost per day for a £110 mattress is a mere £0.015 rising to £0.36 and £0.48 per toy and item of clothing respectively."

Paediatric nurse and sleep specialist Kathleen McGrath says: "In an environment where childhood allergies are on the increase and new theories abound about cot death, the PurFlo research shows that parents are prioritising baby’s style over its sleep and safety. This is nonsensical given a baby’s sleep – or lack of it - is one of the most talked about topics for new parents and quality sleep is one of the biggest influences on a baby’s health."

The hollow foam-free design of the PurFlo mattress brings numerous benefits; there is no core for dustmites to multiply in and being completely washable allergens are removed which can aggravate childhood allergies like eczema and asthma. Studies by Bristol University also show that the PurFlo mattress, used in conjunction with a sleeping bag, can help babies to maintain their temperature more effectively.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

References
1. www.statistics.gov.uk – 719,457 live births in UK in 2006
2. Survey carried out in September 2007 among 1147 parents and parents-to-be on leading baby website, BabyWorld.com
3. BBC news, 6 March 2003

The PurFlo story begins in 1994 when doting new parents Gail and Paul became concerned about a Cook report that linked fire retardant chemicals in baby mattresses to cot death. As nationwide panic about the report spread, Gail and Paul began to doubt how safe their baby daughter Heather was as she lay in her cot.

After one too many sleepless nights, however, an exhausted Gail took matters into her own hands. "I thought ‘there has to be a way for us to have peace of mind and a good night's sleep!' If the foam in the mattress was the source of the problem then why not get rid of it altogether?"

After Gail's ‘eureka moment', the couple set about designing and building a mattress for Heather. Gail and Paul's concept was a fully breathable, fully washable mesh sheet tightly fitted over a hollow frame.

Ten years of development and rigorous testing followed. The PurFlo mattress was subjected to extensive clinical research under the direction of Professor Peter Fleming CBE, Professor of Infant Health and Developmental Physiology at Bristol University and an acknowledged world leader on Sudden Infant Death Syndrome.

"It's been a long road bringing PurFlo to market but it was really important to us that parents could have total confidence in the product," says Paul Whale.

"PurFlo is the only baby mattress in the world to undergo this type of testing so parents can be certain that they're providing the safest sleeping environment for their infant."

The PurFlo mattress uses an aluminium framework covered by a high tech, fully breathable cover. With no inner core, it is the only fully washable and foam-free mattress in the world. PurFlo provides a dust-mite free environment which prevents the harmful build-up of allergens, bacteria and fungi which are known to cause eczema and asthma.

"It's pretty nerve wracking being a parent, you constantly worry about the millions of things that could be affecting your baby's health and safety without you knowing about it," says Gail. "We might not be able to alay all of these fears but we can certainly give parents peace of mind where mattresses are concerned."

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

PurFlo, makers of the first ever washable, hollow and foam-free baby mattress, are celebrating being the only mattress finalist in the most innovative product category in the prestigious Mother & Baby awards. Selected from over 324 different products, PurFlo was shortlisted to 1 of only 8 in the running to win the ‘most innovative product'.

Whilst the narrowly missed out on scooping the award, the company were delighted that mattresses - on which newborns can spend up to 20 hours a day - were finally being recognised as a valuable product amongst award organisers and trade.

The PurFlo mattress was tested by over 20 parents and children, who loved its unique baby temperature control benefits, ease of washing, hygiene and quality.

Sarah Ley, mother of five, who tested the products for the Mother & Baby awards said, "I was very impressed with the quality of the mattress - especially given its price which is very competitive given the many health benefits."

"On a very practical level, if you have a gap between children it is brilliant because it folds away so easily. Plus you don't have any of the hygiene issues associated with a conventional mattress. "

Ian Jones, Director of PurFlo says: ‘Being the only baby mattress shortlisted for a Mother & Baby award was a real accolade - as it is a vote of confidence in our product from parents. We know we were up against strong competition so we are honoured to have come so close to picking up an award."

Coinciding with this accolade is the launch of PurFlo's new website, which has received recognition from Drum magazine for being user friendly and informative.

The site includes an animation which explains how to assemble the mattress alongside case studies and a simple to use store finder.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

Each of the SleepSacsTM features Bamboo Dream® in the lining, a product that absorbs 60% more moisture than cotton and dries 20% quicker, in addition to its well known natural antibacterial qualities. Bamboo Dream® is far softer than normal cotton fabrics and is exclusively used in PurFlo® SleepSacsTM.

An intelligent fibre, AmicorTM Pure, is used in the filling and effectively prevents the build up of allergens that can trigger allergic reaction, such as asthma and eczema.

The SleepSacsTM feature detachable, zip off sleeves and are available with two TOG ratings, 1.0 TOG and 2.5 TOG. The two smaller sizes also feature incorporated scratch mitts. The SleepSacTM range starts at £19.95.

PurFlo® also manufactures the PurFlo® mattress, the only fully washable mattress on the market. Its unique design incorporates the use of AmicorTM Pure in order to eliminate dust mites and other problem causing allergens, however, within the PurFlo mattress there quite simply is nowhere for them to live.

The PurFlo® range is available throughout the United Kingdom, both in-store and on-line. Visit www.PurFlo.com for more details and your nearest stockist.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

The PurFlo mattress was tested by over 20 parents and children, who loved its unique baby temperature control benefits, ease of washing, hygiene and quality.

Co-inciding with this accolade is the launch of PurFlo's new website. In response to growing interest from consumers and the trade, the company has invested in a new online presence to provide those interested with information about the range, which has been developed in partnership with leading baby sleep experts at Bristol University.

The new website features an animation which explains how to assemble the mattress alongside case studies of parents who have found the PurFlo helpful for their children and a simple to use store finder.

Ian Jones, Chief Executive of PurFlo says: ‘We are moving into a new phase for PurFlo and the new look website is just the first stage. We have considerable interest from international and national buyers in the range, new high performance sleep sacs are in development and a massive NPD programme is underway for 2008. Being shortlisted for the Mother & Baby awards is a real accolade - as it is a vote of confidence in our product from parents. We know we were up against strong competition so we are honoured to be so close to scooping a gong!'

The Mother & Baby award winners will be announced on 29 November 2007 at a ceremony in London.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

Developed over a period of 12 years by Gail and Paul Whale of Halesowen, the mattress is now available throughout the UK at selected retailers but it is the recognition by Mothercare, along with a number of other larger chains that has really pleased the PurFlo team.

"Since joining PurFlo last August it was clear that we needed to gain recognition within the major retailers and it goes without saying that Mothercare is very important to us. The procurement and technical team at Mothercare have been incredibly supportive and we look forward to a long and mutually beneficial relationship with them," said Jean Libby, PurFlo's UK Sales Manager.

"After 12 years of hard work it's great to see the benefits of a fully washable mattress being more widely recognised. People are really starting to realise the practical benefits the PurFlo® mattress offers," added inventor Gail Whale.

The cot mattress is available at £109.95, whilst the cot bed mattress is priced at £129.95.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

Jean Libby joins PurFlo as UK Sales manager as the team is expanding with a further two new staff members joining to manage the increase in demand. With over 30 years sales experience, Jean took early retirement to travel the world, but was lured back to work for PurFlo at a time of increasing consumer interest in anti-allergy and environmentally sound products.

Combining her professional experience with the understanding that comes from being a mother and grandmother, Jean is well equipped to launch the PurFlo sleeping bags which are filled with Amicor Pure, which eliminates dust mites, and lined with ‘Bamboo Dream', a natural fabric. With detachable arms and integrated anti-scratch mitts in the smaller sizes, the exclusive design keeps hands covered, a key factor in getting babies off to sleep soundly.

PurFlo's product integrity has been confirmed by recent clinical laboratory studies by Peter Fleming, a leading Professor of Infant Health and Developmental Physiology at Bristol University. Professor Fleming found that the innovative PurFlo cot mattress, used in conjunction with a sleeping bag, is better at keeping a baby in ‘thermo-neutral' conditions1. Fleming says: "These results suggest the range of room temperatures in which the baby is in thermo-neutral conditions is wider for a baby in a sleeping bag on a PurFlo than on a conventional mattress. Thus babies are less likely to become too cold, and may be less likely to become too warm when using a sleeping bag on this mattress than on a conventional mattress."

Jean commented, "It's fantastic to be involved in launching such a unique and innovative range of baby products that parents and retailers are just crying out for. Designed by parents, for parents, we strongly believe in the product range which is backed up by research studies that demonstrate our mattresses have proven temperature control benefits. Any product that helps the health and wellbeing of a child is an excellent idea and in the case of PurFlo, the products have the potential to continually develop to help cater for this consumer interest".

The new sleeping bags will be welcome additions to the PurFlo mattress range which is completely washable thus preventing the build up of house dust mites which can aggravate childhood allergies.

www.purflo.com

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For further information, please contact Christine Scippo, Kaleidoscope PR
Tel: 07841 404340 or email info@k-communications.co.uk

Research

1 ‘Is the mattress important in helping babies keep warm? Paradoxical effects of a sleeping surface with negligible thermal resistance' was published in Acta Paediatrica, February 2007[Vol.96 p199-205]. Professor Peter Fleming, Professor of Infant Health and Developmental Physiology, Institute of Child Life & Health, University of Bristol

Notes to editors

• For further information about PurFlo visit www.purflo.com
• The PurFlo range includes a cot mattress, cotbed mattress, sleepsacs and sheets.

The year-long laboratory studies of normal infants by Peter Fleming, Professor of Infant Health and Developmental Physiology at Bristol University, demonstrate that the new PurFlo mattress, used alongside a sleeping bag, was effective in allowing infants to keep their core temperatures higher in cooler environments, than they could achieve when sleeping on conventional mattresses, thus helping babies to maintain their temperature more effectively.

Professor Fleming says: "These results suggest the range of room temperatures in which the baby is in thermo-neutral conditions is wider for a baby in a sleeping bag on a PurFlo than on a conventional mattress. Thus babies are less likely to become too cold, and may be less likely to become too warm when using a sleeping bag on this mattress than on a conventional mattress."

Kathleen McGrath, paediatric nurse and director of the Medical Advisory Service says: "These findings underscore what we instinctively knew - that mattress choice is important for optimum baby sleep. Maintaining a sleeping baby's temperature is a common problem and thermal stress is one of the contributory factors to SIDS. And all new parents want their baby to sleep well - but we know from dealing with helpline enquiries that new parents are not prioritising mattresses when buying for a new baby. This research highlights the importance of changing the emphasis from the latest must-have designer baby item, to buying something that will genuinely improve a baby's health and wellbeing."

The Foundation for the Study of Infant Deaths charity recommends a comfortable temperature of between 16-20C, which can be particularly difficult to maintain in the hot summer months (May to September) when temperature variation can be as much as 8.9C. July 2006 saw the year's greatest temperature fluctuation with a 10.8C swing in average outdoor temperature over one day- between a high of 23.3C and a low of 12.5C - and 2007 has seen equally erratic temperatures.

Designed by parents for parents, the PurFlo mattress was the brainwave of new mum Gail Whale who became concerned about her daughter's safety after watching the 1994 ITV Cook Report which suggested that fire retardant chemicals in baby mattresses might be linked to cot death (a theory subsequently shown to be incorrect). Dissatisfied with the baby mattresses on the market, Gail took matters into her own hands and designed a foam free version - permeable, fully washable and hollow - consisting of a mesh sheet fitted over an aluminium frame. After 10 years of development and rigorous testing, the matress was launched in early 2007.

Gail Whale says: "Temperatures have varied greatly this year - from the hot weather in April to the cool temperatures throughout June - and it is difficult for parents to know how best to keep their baby's temperature stable as they sleep. What to dress them in to sleep and what bedding to use is a minefield. We hope the PurFlo mattress helps give parents peace of mind that they are doing the best they can to provide an optimum sleeping environment for their baby."

In addition to the benefits of temperature control, the PurFlo is also the first-ever hygienic baby mattress - as it is fully washable and foam-free - so when washed at 60°C all dust mites are removed, preventing the harmful build-up of allergens which are known to aggravate childhood allergies such as eczema and asthma.

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For further information about PurFlo please contactus on tel. 01788 891 890or to speak to Professor Fleming please contact Barry Taylor, University of Bristol on 0121 550 0353

Research

1A. Sawczenko, P.J.Fleming. Thermal Stress, Sleeping position and the Sudden Infant Death Syndrome. Sleep 1996; 19: S267-70

2 ‘Is the mattress important in helping babies keep warm? Paradoxical effects of a sleeping surface with negligible thermal resistance' was published in Acta Paediatrica, February 2007. Professor Peter Fleming, Professor of Infant Health and Developmental Physiology, Institute of Child Life & Health, University of Bristol

³ Met Office 2006 Monthly Weather Summuary -

Notes to editors

• For further information about PurFlo visit www.purflo.com
• The PurFlo range includes a cot mattress, cotbed mattress, sleepsacs and sheets
• For a store locator visit www.purflo.com